online

Website analytics shows how demand forms before a booking happens and helps explain why guests behave the way they do

OTAs are not your marketing partners. They are competitors for the guest relationship. They capture email, own the loyalty data, and retarget your guests

The unintended consequences we’re seeing now are a direct result of decisions made without fully understanding the complexity of hotel distribution

Guests have always compared options before booking. The difference is that technology has made the process dramatically easier

The question is not whether AI affects distribution; it already does. It is how deliberately hotels choose to compete in this new front line of visibility

The role of the website as an interface will be threatened as it faces increasing competition from conversational channels that operate outside a browser

When your website loses moment, it does not simply fail to close a transaction, it routes demand you created back into commission-bearing channels

Across paid search, retargeting, metasearch, and OTA channels, hotels routinely pay to convert guests who had already made the decision to book them

In the hospitality sector, reducing dependence on OTAs remains a priority, and one of the key elements to achieve this goal is an effective google presence

Hotels do not solve OTA dependence by making the checkout path slightly better but by controlling more of the moment of introduction